Brandmovers Europe

Despicablimp Command Centre

Opportunity
With the launch of Despicable Me 2, Universal Pictures had an opportunity to engage fans both online and off. Universal tasked Brandmovers to create a digital engagement promotion to accompany a Minions-shaped blimp – the “Despicablimp” – that would travel the country in support of the theatrical release of the film.

How it Works
Brandmovers conceived and executed a mobile-responsive Minion “Command Center” complete with GPS integration within the blimp, itself and a complimenting sweepstakes. At the command centre, users could learn about, track and upload sightings of the blimp via a real-time Twitter, FB, and Instagram. As users saw the blimp and posted via social channels, they were entered to win a sweepstakes.

The Results
The promotion generated over 30 million digital impressions across social channels, on top of 300k+ visitors to the site and 20,000 user photos.